Running an ecommerce store often involves a lot of moving parts, and SEO is a crucial piece of that puzzle. One specific aspect that often gets overlooked is how ecommerce sites handle search results pages. Blocking these pages can actually improve your site's SEO, but many people don't know where to start. Let's unravel this topic and see how you can make it work to your advantage.
In this article, we’ll discuss why ecommerce search results pages can be problematic for SEO, how to effectively block them, and what tools and techniques can help you along the way. We’ll also cover some best practices and common pitfalls to watch out for. So, grab a coffee, and let’s get started!
Why Ecommerce Search Results Pages Can Hurt SEO
First off, let's talk about why these pages can be a bit of a thorn in your SEO side. Search results pages on ecommerce sites often end up being low-quality, thin content that doesn't offer much value to users. Imagine searching for "red sneakers" on an ecommerce site and landing on a page with a random assortment of red sneakers, blue sneakers, and even a couple of sandals thrown in for good measure. Not exactly helpful, right?
These pages can confuse search engines too. They might end up competing with your carefully crafted product or category pages for the same keywords, diluting your SEO efforts. This phenomenon is known as "keyword cannibalization," and it can seriously undermine your ranking potential.
Moreover, search results pages can balloon your site’s index size without adding any real value. This can lead to a waste of crawl budget, which is basically the number of pages search engines are willing to crawl on your site within a given timeframe. In short, allowing these pages to be indexed can clutter up your site and drag down your overall SEO performance.
Understanding Noindex Tags and How They Work
The noindex tag is a simple yet powerful tool in your SEO toolkit. When you add a noindex tag to a page, you're basically telling search engines, "Hey, this page is not meant to be indexed." This is a clear signal to search engines that they should skip over these pages when crawling your site.
Using noindex tags on ecommerce search results pages is a straightforward way to prevent them from showing up in search engine results. This can help focus your site's SEO juice on the pages that matter most—like your product and category pages.
To implement a noindex tag, you typically add a meta tag in the head section of your HTML code:
<meta name="robots" content="noindex">
While this tag is easy to implement, you should be cautious about its use. Make sure you're only applying it to pages that truly don't add value, like your search results pages. You wouldn't want to accidentally noindex a page that’s crucial to your SEO strategy!
Robots.txt: A Friend or Foe?
Another way to handle unwanted search results pages is by using the robots.txt file. This file lives on your server and provides instructions to search engine bots about which pages to crawl and which ones to skip.
However, there’s a bit of a catch—using robots.txt to block pages is not the same as noindexing them. While it tells search engines not to crawl those pages, it doesn’t stop them from being indexed if they're already known to search engines through other means, like external links.
Here’s an example of how you might block search results pages using robots.txt:
User-agent: *
Disallow: /search/
Even though it can be useful, the robots.txt method is a bit of a blunt instrument. It's great for controlling crawl budget but not so much for keeping pages out of the index. Combining it with a noindex tag can offer a more comprehensive solution.
Using Canonical Tags for SEO Management
Canonical tags are another tool at your disposal. These tags indicate the preferred version of a set of duplicate or similar pages, essentially telling search engines which version should be indexed.
By implementing canonical tags on your search results pages, you can direct SEO value back to a main category or product page. This helps consolidate your SEO efforts and ensures that your content doesn’t compete against itself.
Here’s an example of a canonical tag:
<link rel="canonical" href="https://www.example.com/preferred-page" />
While canonical tags are useful, they’re more of a suggestion than a command. Search engines may or may not follow them. So, use them in conjunction with noindex tags for the best results.
Implementing URL Parameters for Better Control
URL parameters often appear in search results pages, and they can create a lot of headaches if not managed properly. These parameters might look like ?search=red+sneakers and can generate endless variations of the same content.
Thankfully, Google Search Console offers a way to manage URL parameters. By specifying how different parameters affect your content, you can help Google understand which pages are important and which aren’t.
To set this up, you’ll need to:
- Log in to your Google Search Console account.
- Navigate to the “URL Parameters” section.
- Specify the parameters and set how they affect page content.
This feature requires a bit of care and knowledge about how your site uses URL parameters, but it can be invaluable for keeping your site’s index clean and focused.
Leveraging Site Structure for SEO Efficiency
A well-organized site structure can also help you manage search results pages effectively. By ensuring that your site’s architecture is logical and intuitive, you can naturally steer users—and search engines—toward the pages that matter most.
For example, make sure your main navigation menus prioritize category and product pages over search results pages. Use breadcrumbs to give users and search engines a clear path through your site. This not only helps with user experience but also reinforces the importance of your main pages in the eyes of search engines.
Think of your site’s structure as a roadmap. The clearer and more direct it is, the easier it is for both users and search engines to find the information they need. And the less likely they are to get lost in a maze of search results pages!
Monitoring and Adjusting Your SEO Strategy
Blocking search results pages is not a one-and-done task. It requires ongoing monitoring to ensure your SEO strategy remains effective. Use tools like Google Analytics and Google Search Console to keep an eye on how your changes are affecting your site’s performance.
Look for any unexpected drops or spikes in traffic, and be prepared to tweak your strategy as needed. SEO is a constantly evolving field, and what works today might not be as effective tomorrow.
Additionally, keep an eye on your competitors. They might have strategies or insights that you can learn from. Just remember, SEO is not a race to the bottom. Focus on delivering quality content and a great user experience, and the rankings will follow.
Common Pitfalls and How to Avoid Them
Even with the best intentions, it's easy to make mistakes when blocking search results pages. One common error is being too aggressive with noindex tags or robots.txt rules, accidentally blocking important pages from being indexed.
Another pitfall is neglecting to update your SEO strategy as your site evolves. What worked when you had 100 products might not be as effective when you have 1,000. Regular audits can help you catch these issues before they become problems.
Lastly, don't forget about user experience. While SEO is important, it shouldn't come at the expense of your customers. Make sure that any changes you make enhance the user journey and support your overall business goals.
Final Thoughts
Blocking ecommerce search results pages can be a game-changing move for your SEO strategy. By using tools like noindex tags, robots.txt files, and canonical tags, you can focus your SEO efforts on the pages that matter most.
If you're looking to take your SEO to the next level, Pattern can help. We specialize in driving traffic that converts into paying customers, not just visitors. By focusing on programmatic landing pages and conversion-focused content, we can help your brand get found by more people who are ready to buy. Unlike other agencies, we don't believe in waiting 12 months to see results. We understand how SEO fits into a broader performance marketing system and always aim to deliver real ROI.